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Dr. Tina White Potter has more than 30 years of experience in corporate retail, consulting and higher education, including as ���۴�ý faculty. She’s taught marketing for more than two decades and relishes that it allows her to share her skills and knowledge while also mentoring students. In this Q&A, she shares her perspective on teaching and higher education.

A: I received the Chairman’s Award twice at JCPenney. This award recognizes the top performers in the company. It was one of JCPenney’s highest honors for performance excellence.

A: In an assignment that we have for an MBA marketing class, I have modified it slightly to include conducting research on a company. I encourage students to consider using a company that they might like to work for or, if they are considering starting a business, use a similar company.

I have had several students over the years who have shared with me that, because of this assignment, when they did have the opportunity to interview for a position with that company, the potential employer was impressed with their knowledge of the company.

A: I use examples from my experience to relate to the concepts. Teaching allows me to do something that has always brought me great fulfillment, which is sharing what I have learned and helping others. I am inspired by the opportunity to make complex ideas understandable and see students gain confidence in their abilities.

There is something incredibly rewarding about watching a student grasp a new concept or apply what they have learned in real life. I also value the connection that teaching creates. It is more than transferring knowledge. It’s about guiding, mentoring and motivating others to reach their full potential. 

A: Instructors really care about their students’ success. My favorite thing about teaching is connecting with students on LinkedIn^® and seeing them progress in their career.

Time management is essential when balancing work, school and family responsibilities. My advice is to find a routine that fits your lifestyle, set aside dedicated time for your studies and commit to it. Schedule this time on your calendar and treat it as a non-negotiable appointment, just like a meeting you can’t miss or one you are being paid to attend. After all, you are investing in your education, so think of missed study time as a financial loss.

Some students prefer to study early in the morning before their family wakes up. Others use their lunch break, and many study after their children go to bed. I have had students share that they set aside time to study at the library for fewer distractions.

A: If I weren’t teaching, I would volunteer more, spend more time with friends and travel. I might even obtain another degree as I consider myself a lifelong learner.

Dr. Tina White Potter is a marketing strategist and customer insights leader based in Plano, Texas. She serves as managing partner of Retail Consulting Services, LLC, where she helps organizations unlock business potential through data-driven insights and customer-centric strategies.

Throughout her corporate career, she has held leadership roles with JCPenney, Sears Holdings, Charming Charlie, Mervyn’s and Footaction. At ���۴�ý, where Dr. Potter is senior associate faculty, she has been an online adjunct professor and MBA mentor for 23 years. She has been recognized multiple times with the ���۴�ý 500 award and the John Sperling Distinguished Faculty award, along with Faculty of the Year in 2025.

Dr. Potter holds a Doctor of Business Administration with a specialization in Marketing and two Master of Business Administration degrees in Management and Marketing. She enjoys mentoring emerging leaders, exploring innovative marketing strategies and making meaningful connections that drive growth and purpose.

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